E-commerce expansion: Bobbi Brown expands online presences in SEA with Lazada partnership
The brand launched its official store on LazMall in Malaysia, Singapore and Thailand at the end of May with a Super Grand Opening Day.
The flagship will be the brand’s first entrance into Malaysia’s online beauty market and will have the largest online inventory in Singapore, claimed Lazada.
Bobbi Brown Cosmetics is the fifth brand under Estée Lauder Companies to launch its online flagship store on Lazada.
“Having an iconic international brand like Bobbi Brown Cosmetics on board LazMall as its e-commerce partner of choice is a great win for Lazada and our customers,” said president of Lazada Group, Jing Yin.
“For years we have worked hard to curate an offering of leading international and local brands, particularly in the prestige beauty category, and we are excited to now bring Bobbi Brown’s world-class products to our shoppers in Southeast Asia.”
Partnerships are key
Moony Li, Lazada Group senior vice president and regional head of FMCG, told CosmeticsDesign-Asia that female consumers were extremely important to the company.
“In the global e-commerce landscape, 85% of all brand purchases are made by women, while 22% of women shop online at least once a day. Specifically for beauty and cosmetics, there is ever-increasing demand in this part of the world with regional sales of beauty and personal care products accounting for 37% of the total global sales in 2017.”
Li said the beauty and cosmetics category was one of Lazada’s top three performing categories among its female consumers in SEA and expects it to continue growing.
In order to maintain its position as a leading online beauty destination by partnering with leading beauty companies, providing assurance among its consumers and enhancing the online shopping experience among its consumers.
Lazada has partnerships with some of the top beauty conglomerates including L’Oréal, Estée Lauder Companies and Amorepacific.
Li said: “Lazada has been the partner of choice for brands and sellers for more than seven years. As pioneers in the e-commerce space in SEA, we’ve served as a trusted gateway for many top beauty brands to take their region’s retail business online as well as to reach a new customer profile that their physical retail network is unable to reach.”
Bringing on the ‘shoppertainment’
The virtual mall is currently home to over 1,5000 brands and offers three promises: 100% authenticity, 15-day hassle-free return, and next-day delivery.
“This has been an attractive proposition for the world’s most established beauty brands as well as for beauty customers alike,” said Li.
Aside from providing consumers with a trustworthy source, Li said it was important to provide its consumers with unique shopping experiences.
“We believe online shopping should be more than just discounts and deals. Our focus is on ‘shoppertainment’, building an engaging shopping experience for consumers beyond transactions.”
For instance, the company used the latest technology for the grand opening of Bobbi Brown’s LazMall store.
“Our store builder tool allowed us to create a beautiful storefront for Bobbi Brown Cosmetics, and we integrated the brand’s colour shade selector guidance for customers to make more informed purchases. We used livestreaming technology with local KOLs to showcase makeup tutorials and tips using Bobbi Brown products which viewers could buy instantly within the app. Other tools used included PDP video content, splash screens and Feed takeovers to enrich the customer experience,” said Li.
She added that the company received an overwhelming response on Bobbi Brown’s Super Grand Opening Day and achieved twice its sales target.
